Northbanks translated Olivia von Halle’s Resort campaign into two very different department-store environments – a three-month Selfridges concession and a two-day Harrods personalisation event.
The
Challenge
One campaign needed to work across two very different retail conditions. Selfridges required a more durable, theatrical scheme with enough presence to support the Resort collection over several months. Harrods needed immediate impact for a short Christmas activation where speed, reuse and budget discipline mattered more.
Existing brand-owned rails, mannequins, stools, desks and plinths also needed to be used intelligently rather than replaced unnecessarily.
Scope of Works
- Full Turnkey
- Concept Design & Development
- Concession
- Technical Design & Engineering
- Bespoke Joinery & Design
- Retail Fixture Design & Displays
- Material Specification
- Visual Merchandising Integration & Support
- Project Management
- Permits & Approvals
- Manufacture & Coordination
- Fit-Out
- Installation & Management
our approach
We treated the two locations as related chapters rather than identical executions. Selfridges could carry the fuller showgirl and dressing-room narrative, while Harrods could use the same campaign language more lightly around the personalisation moment.
That allowed investment to be concentrated where longevity justified it, with existing assets and lightweight graphic interventions doing more of the work for the shorter event.
The
Solution
Breed Universe combines strong header branding, structured graphic panels, shelf-edge communication and breed-led navigation into one permanent modular system.
For Selfridges, Northbanks developed a more immersive VM environment around the Resort campaign’s cabaret and backstage references, using the brand’s existing brass rails and mannequins as part of a more theatrical composition.
For Harrods, illustrated Resort motifs, wrapped plinths and existing furniture created a focused activation around personalisation. The approach was deliberately efficient, recognising that the installation would trade for only two days while still needing to feel elevated within the department store.
DELIVERY
Northbanks’ scope covered design, supply and installation across both retailers, with separate site coordination and programme requirements for each location. Reuse, new production and installation methodology were planned around the different lifespans of the two activations.
The
Result
The project created one coherent Resort story across two very different retail formats. By varying the level of intervention and reusing appropriate assets, Northbanks protected the theatrical character of the campaign while responding intelligently to budget, duration and operational constraints.
WHY IT MATTERS
Retail campaigns rarely have one uniform footprint or lifespan. Olivia von Halle shows how a flexible creative system can keep the brand story consistent while the delivery model changes completely.
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